Communication between e-commerce businesses and consumers, whether it is cognitive communication or experience communication, the level of interaction enhance significantly. Taobao.com consumer groups as the research object, through a questionnaire survey analysis influence on consumer purchase intention from trust, commitment, reputation, brand image. Based on the analysis results, the enterprise should emphasize stimulate consumers’ cognitive communication and experience communication, improve the website design quality and give customers a better interactive experience to enhance there satisfaction, strengthen the consumers’ trust and recognition, so as to enhance the consumers’ purchase intention.